By NUPIAO News
The iPhone 17 series might be on the verge of a global price adjustment.
On August 17th, citing insider supply chain information, it was reported that Apple plans to complete price adjustments for the iPhone 17 series across all global regions by the end of August 2026. The price increase for all models will not exceed 1,000 yuan, with the adjustment criteria potentially mirroring the pricing scheme previously implemented in Japan.
Just last month, on July 18th, the Japanese market saw price hikes on iPhone, Apple Watch, and AirPods products, marking Apple’s first widespread price adjustment in that region in recent years.
To break down the specifics: in Japan, the top-tier iPhone 17 Pro Max storage variant jumped from 329,800 yen to 354,800 yen, an increase of 25,000 yen (approximately 1,060 yuan). The base iPhone 17 saw its starting price climb from 129,800 yen to 142,800 yen, up 13,000 yuan (about 551 yuan). The Apple Watch Series 11, Ultra 3, and AirPods lineup also saw synchronized price bumps. Market analysts attribute these adjustments to rising component costs, currency fluctuations, and supply chain pressures.
In the Chinese market, Apple hasn’t yet officially announced any price changes for the iPhone 17 series. However, back in June, the company did raise prices across its entire Mac and iPad hardware lineup, covering the full MacBook range, all iPad models, Mac desktop devices, Vision Pro, and HomePod.
The price increases across Apple’s product lines this round have generally fallen within the 15% to 20% range. For instance, the entry-level MacBook Neo went from 4,599 yuan to 5,499 yuan, adding 900 yuan. The popular MacBook Air saw a 1,500 yuan bump, now starting at 9,999 yuan. The 14-inch MacBook Pro added 2,500 yuan to its price tag, pushing it past 15,999 yuan. Even the high-end Mac Studio variant took a hefty 3,500 yuan increase in one go.
The iPad lineup also saw across-the-board increases. The basic iPad is now 800 yuan more expensive at 3,799 yuan, the iPad Air went up by 1,200 yuan, and the iPad Pro jumped directly from 8,999 yuan to 10,799 yuan.
The root cause of these price hikes? A massive cost squeeze from the storage chip shortage. Apple CEO Tim Cook addressed this during the Q3 FY2026 earnings call, stating that as storage chip prices keep climbing, the company is evaluating all possible countermeasures. He colorfully described the current memory pricing environment as a “once-in-a-century flood,” noting that prices have risen exponentially. When discussing the Mac and iPad price increases, he emphasized that Apple made this decision “reluctantly.”
Cook also revealed that Apple’s storage procurement spending has been steadily increasing through the March and June quarters, with costs expected to keep climbing in the September quarter. However, some of that pressure will be offset by opening inventory gains and cost reductions in non-storage components. He stressed that the DRAM market is currently dominated by just three suppliers, and having more suppliers in the mix would help improve supply conditions and positively impact product pricing.
Interestingly, about a week ago, reports citing MacRumors suggested that Apple might kick off iPhone 17 series price adjustments starting August 10th — earlier than the launch of the next-generation flagship iPhone 18 Pro next month. But as of this writing, Apple has not made any official announcement regarding iPhone 17 price increases.
According to the latest market monitoring report from Counterpoint Research, global smartphone revenue grew by a surprising 7% year-over-year in Q2 2026. Apple captured a 49% revenue share, setting a new record for the second quarter in the company’s history. The brand’s quarterly revenue surged 22% year-over-year, driven by a 13% increase in shipments and an 8% rise in ASP (average selling price).
Commenting on Apple’s market performance, Tarun Pathak, Research Director at Counterpoint Research, noted: “Apple’s growth is primarily fueled by the sustained strong demand for the iPhone 17 series, particularly the base iPhone 17 and iPhone 17 Pro Max, which has further tilted the brand’s product mix toward the premium end.”
Pathak also pointed out that unlike many competitors who have aggressively raised prices, Apple managed to keep pricing relatively stable in Q2, demonstrating its ability to absorb rising BOM costs and maintain strong cost resilience amid the current storage supply crunch. However, he added that Apple is likely to raise product prices in the coming quarters.
Renowned tech journalist Mark Gurman has also weighed in with his prediction that Apple is headed for price increases. Earlier this month, he wrote that iPhones are expected to go up by $100 to $200 (approximately 675 to 1,350 yuan).
“Apple will certainly raise prices this year, driven by the memory chip and main device processor shortages it’s currently facing, along with the higher costs of the brand-new camera systems on the iPhone 18 Pro and Pro Max — not to mention the more expensive design of the first foldable iPhone,” Gurman said.
Speaking of the foldable iPhone, Gurman advises users to brace themselves: the starting price will be at least $2,000 (around 13,507 yuan), and possibly even higher.
Gurman also previously reported that Apple retail store employees have been notified of the fall launch event, which is expected to take place in early September. Following Apple’s long-standing tradition, the second Tuesday or Wednesday of September is typically the window for the event. This year, September 7th falls on Labor Day in the U.S., making Wednesday, September 9th the most likely date. Apple is widely expected to unveil the iPhone 18 series and its first foldable iPhone at this event.
However, there are reports suggesting that due to production yield rates and component supply constraints, Apple’s initial production capacity for its first foldable phone will be extremely limited. The new product is expected to adopt a region-by-region rollout strategy, with the first batch of inventory prioritizing the U.S. market.
Additionally, Counterpoint Research projects that as storage supply constraints and rising costs show no signs of easing in the short term, OEMs will continue to raise prices and further optimize their product mixes to increase the share of high-value products. Supply is gradually becoming a key factor constraining industry growth, and the smartphone industry may face more severe shipment declines in the second half of 2026. As a result, ASPs are expected to keep climbing over the next few quarters.
